Entity Invisibility: Measuring How AI Systems Recognize Legal Professionals

Joy Morales, MA, Founder & CEO | WAV Institute

Joy Morales is the founder and CEO of the Women’s AI Visibility (WAV) Institute, a research organization that conducts the nation’s most rigorous state-by-state research on AI bias in the legal profession. Bringing together two decades of digital marketing experience and a rigorous research background, Joy has pioneered the measurement of how women attorneys appear—or fail to appear—when potential clients ask AI systems like ChatGPT, Gemini, and Perplexity to recommend a lawyer. She is the architect of WAVI’s proprietary AI Visibility Framework and a leading voice on what she has termed the “Double Bias Problem” facing women professionals in AI recommendation systems.

• Education & Credentials

Joy holds a Master’s degree in Education Research, which shapes WAVI’s methodology at every level— statistical rigor, framework validation, mathematical verification of published findings, and a commitment to reproducibility. She is a Texas MCLE-accredited CLE sponsor (Sponsor No. A18496).

• Recognition & Leadership

As founder and CEO, Joy leads a woman-owned research institute whose work is establishing an entirely new field of study. Under her direction, WAVI launched publicly in January 2026 with the Colorado Women Attorneys AI Visibility Report—the first study of its kind—followed by reports on Texas and Florida, with New York in active data collection. Her proprietary framework, refined over two years of methodology work, has been used to score 967 women attorneys across three completed state studies, positioning her as a recognized authority on AI visibility and bias in the legal profession.

• Professional Involvement

Joy works directly with women attorneys, bar associations, and legal organizations to translate WAVI’s research into actionable education and solutions, including CLE-approved webinars in Texas and Colorado. She is an active author and educator on the structural causes of AI invisibility, and her institute publishes state report cards, a research library, and a trilogy of books on how visibility is won and lost in the age of AI search. She maintains an engaged public presence through the institute’s LinkedIn, YouTube, and other channels.

• Experience

Joy’s work began in early 2023, when she noticed that AI platforms consistently recommended male attorneys—not because women attorneys were less qualified, but because the systems had never been built with them in mind. She began testing systematically, and by early 2025 had developed a full research methodology built specifically to measure how women attorneys appear across the major AI platforms. Today she leads a diverse team of technical and research specialists conducting scored, empirical analyses of real attorneys across live AI platforms, evaluating digital footprint, schema markup quality, crawler accessibility, citation sources, and credential verification. Beyond measurement, Joy has built WAVI’s service practice to fix the problem—deploying the structured-data infrastructure, machine-readable identity, authorship signals, and directory alignment that make attorneys “legible” to AI, drawing on her two decades of digital marketing expertise.

Tim Hallam, AI Visibility Specialist | WAV Institute

Tim Hallam is an AI strategist who serves as VP of Content Creation and Customer Success at Your AI Wizards and as an AI Visibility Specialist at the Women’s AI Visibility (WAV) Institute. A “win/win” problem-solver with nearly 40 years in the customer support industry, Tim helps small businesses and professionals become visible in the age of AI-driven search—ensuring their content is not only compelling to people but structured so that AI tools like ChatGPT, Gemini, and Perplexity can find, read, and recommend it. He pairs a deep customer-success orientation with hands-on technical work in AI visibility, content creation, and structured data.

• Education & Credentials

Tim brings nearly four decades of professional experience across customer support, admissions, and operations, with particular depth in the proprietary (for-profit) education sector. Over the past two years, he has developed specialized expertise in AI visibility—schema markup, crawler accessibility, and AIreadability—and is trained in the Found First™ visibility methodology he helped build.

• Recognition & Leadership

Tim leads the technical auditing infrastructure behind WAV Institute’s research, going beyond scoring into the structural causes of AI invisibility. His Sitebulb-based schema audits across the institute’s state studies produced one of WAVI’s most important findings—that in Texas, 84% of attorneys have schema markup but only 28% use the correct LegalService designation, with the rest carrying a “false signal” that tells AI the wrong information. As a co-founder and VP at Your AI Wizards, he helped create the AI search website scan that became the foundation of the firm’s core Found First Process.

• Professional Involvement

At Your AI Wizards, Tim contributes to the firm’s content engine, educational programming, and client success work, helping small business owners understand and adapt to the shift toward AI search. At WAV Institute, he applies the same technical auditing skills to advance rigorous, state-by-state research on AI bias in the legal profession. He is a frequent creator of AI-focused content—videos, guides, and posts— aimed at demystifying AI visibility for non-technical audiences.

• Experience

Tim has spent nearly 40 years in customer support, working for Fortune 500 companies including General Motors and AT&T as well as many earlier-stage companies on their growth journeys, always focused on taking care of clients and finding innovative ways to keep them ahead of their competition while maintaining meticulous attention to detail. Much of his career has been in proprietary education, where his experience spans both the admissions process and the operations side, giving him a distinctive understanding of adult education and private-school institutions and how they succeed across changing economic and political environments. About two years ago, he began exploring AI alongside Your AI Wizards founder Joy Morales, and the two have been developing AI-driven content, personas, visuals, video, and their signature website-scan and Found First services ever since—work that today positions Tim as an AI strategist helping businesses unlock their potential in AI search, and as the technical backbone of WAV Institute’s AI visibility research.

SESSION 1 – How Generative AI Resolves Professional Identity | 12:00pm – 12:30pm

The distinction between individual entity and firm entity; why firm-level structured data does not make an individual attorney retrievable; what the absence of person-level markup on a bio page means in practice.

SESSION 2 – What the Multi-State Data Shows | 12:30pm – 1:00pm

The 112-point framework and how it is applied; composite platform scores by state; the share of attorneys falling below the 60-point visibility threshold; documented divergence between platforms measuring the same attorney in the same period.

BREAK | 1:00pm – 1:10pm

SESSION 3 – The Corroboration Ecosystem and Where AI Actually Looks | 1:10pm – 1:40pm

Citation-source analysis showing how heavily platforms weight third-party and independently owned sources; the Aggregator Substitution Effect; the Wikidata documentation gap, in which roughly 6.37% of documented attorney entities in a 50-state census are women.

SESSION 4 – Verification and Remediation Attorneys Can Perform | 1:40pm – 2:10pm

Running a clean retrieval test without contaminating results through account history; confirming what structured data a bio page actually publishes; identifying alias fragmentation across platforms; the professional-responsibility dimension of knowing what AI systems state about you.